"Factiva in Bold Revamp," bellows the headline in the VNUnet story, revealing that later this month the Dow Jones/Reuters content aggregation alliance will be unveiling a new factiva.com subscriber home page that starts with a very simple, single-box search option, with its current more sophisticated search saved for an "advanced search" feature. Bold? Well, if it's a matter of a major aggregator deciding to do for its users what public Web search services have been doing for a decade, I suppose that we may have to adjust the dictionary a bit. If there's any boldness in the move it's that Factiva is beginning to focus in on the real battle at hand for content aggregators: how to appeal to a generation of users who expect content services to be as convenient as possible and to anticipate their needs and interests whenever feasible. The tailoring of desired content via sophisticated search interfaces is giving way increasingly to the concept of a "content concierge," a range of services that rely on input from users and subject experts as much as they do the capabilities of pure searching power. In the likes of both public engines like Google, Yahoo! and AskJeeves, as well as in newer services such as HighBeam and KeepMedia focused at individual researchers, aggregators have competition on all fronts for the attention of individuals who need fast answers from quality sources. The real "bold" move yet to be taken: when will a major aggregator meld in search results from sources other than their own content or a customer's content? When people want answers, they really don't care where they come from, as long as they're the right answers. Content concierges of the world, start your engines, the race is on.